AECL – Cooking up a Storm
Agency: Saatchi & Saatchi Healthcare
EXECUTIVE SUMMARY:
In 2004, the Australian egg industry was in trouble. In the face of product oversupply, consumer demand was decreasing. Overcoming this issue required a fundamental attitude shift in order to change behaviour and drive sales. By focusing on specific targets and developing a long-term communication strategy, the egg category experienced a phenomenal 18% growth by 2008. Importantly, the campaign changed Australians' attitude towards eggs, paving the way for sustainable growth.
GETTING TO KNOW THE MAIN INGREDIENT:
Don't be fooled by its size – the egg overflows with...